Proven strategies for harnessing the power of social media to
drive social change

Many books teach the mechanics of using Facebook, Twitter, and
YouTube to compete in business. But no book addresses how to
harness the incredible power of social media to make a difference.
The Dragonfly Effect shows you how to tap social media and
consumer psychological insights to achieve a single, concrete goal.
Named for the only insect that is able to move in any direction
when its four wings are working in concert, this book

Reveals the four "wings" of the Dragonfly Effect-and how they
work together to produce colossal results

Features original case studies of global organizations like the
Gap, Starbucks, Kiva, Nike, eBay, Facebook; and start-ups like
Groupon and COOKPAD, showing how they achieve social good and
customer loyalty

Leverage the power of design thinking and psychological
research with practical strategies

Reveals how everyday people achieve unprecedented
results-whether finding an almost impossible bone marrow match for
a friend, raising millions for cancer research, or electing the
current president of the United States

The Dragonfly Effect shows that you don't need money or
power to inspire seismic change.

A social psychologist and marketer, Jennifer Aaker is the
General Atlantic Professor of Marketing at Stanford University's
Graduate School of Business. Her research focuses on time, money,
and happiness, and how small acts create significant
change—fueled by social media. Her work has been featured in
a variety of media including The New York Times, Wall
Street Journal, Washington Post, BusinessWeek,
Forbes, and NPR, as well as CBS MoneyWatch.

Andy Smith is a principal of Vonavona Ventures, where he
advises companies on marketing, customer strategy, and operations.
Over the past 20 years, he has served as a high tech executive,
leading teams at Dolby Labs, BIGWORDS, LiquidWit, Intel, Analysis
Group, Polaroid, Integral Inc., and PriceWaterhouseCoopers.

Marketing gurus (and married couple) Aaker and Smith turn Aaker's popular class at the Stanford Graduate School of Business into a handbook on using the power and popularity of social media to do good in the world. They employ real-world examples--an e-mail campaign to register bone marrow donors for hard-to-match patients, a Colombian engineer who used Facebook to organize a protest against the Revolutionary Armed Forces, Obama's grassroots campaign, the microlending site Kiva--to illustrate their mantra F+GET: "Focus, Grab Attention, Engage, Take Action." This is the "Dragonfly Effect," named for the insect's ability to move in any direction when its four wings work together. Specific, practical advice teaches readers how to translate anything--a product, service, community concern--into a powerful narrative that invites participation, how to communicate with potential supporters, how to craft a compelling video, and more. A fascinating, comprehensive guide for how to take your cause and compassion viral. (Oct.) (Publishers Weekly, July 26, 2010)

"The Dragonfly Effect is the single best roadmap to social
media I have ever seen. With ideas rooted in research and examples
rooted in life, it offers both big strategies and small tips that
you can use to invigorate your business, increase your happiness,
and maybe even change the world. So do yourself a favor: Take two
hours and read this remarkable book."—Daniel H. Pink, author of A Whole New Mind
and Drive

"The Dragonfly Effect is actionable, credible, and
absolutely necessary for anyone looking to use social media and
Facebook to drive social good."—Sheryl Sandberg, COO, Facebook

"The Dragonfly Effect shows anyone how to get
involved and take action on issues that matter to them. Its
principles lay the foundation for any organization looking to
harness the power of social media to champion a cause and create
positive change in the world."—Pierre Omidyar, founder and chairman, eBay; founding
partner, Omidyar Network

"So much of the recent focus on social technology has emphasized
its power to distract. It is hugely gratifying to see a book which
focuses on its power to attract, to powerfully bring together
caring people around critical social problems to address them at
global scale. The same principles that make a YouTube video go
viral can help bring disaster relief to Haiti. It is all just a
matter of making it happen. Thanks to The Dragonfly Effect,
you can now learn how."—Geoffrey Moore, Co-Founder and Managing Director, TCG
Advisors & author of Crossing the Chasm and Dealing
with Darwin

"This book makes envisioning, formulating, and executing a
social media strategy an intuitive and—dare I say—fun
process!The Dragonfly Effect shows how any individual or
organization can turn their passion for reaching out to the world
into a concrete set of actions."—Jessica Jackley, Founder of Kiva and Profounder

"The Dragonfly Effect shows how social technology,
openness, and empathy can come together to change the world. Read
this book to discover dynamic ways to harness this potential for
good."—Charlene Li, author of Groundswell and Open
Leadership & Founder, Altimeter Group

"There's theory and there's applied theory. The Dragonfly
Effect brings us all the way from the science into the
execution. To me, it's that last mile that most of us miss. With
this, you can take your ideas all the way through the last
mile."—Chris Brogan, author, Trust Agents and
Social Media 101

"This truly innovative book identifies four powerful forces
shaping our lives and shows how they are working together in
unanticipated and creative ways. The Dragonfly Effect is
fundamentally relevant to all younger leaders, who will spend their
lives learning to leverage these forces, and to any leader from the
baby boomer generation who wants to stay current with the role of
social technology in business and our lives."—Bill Meehan, Director Emeritus, McKinsey and Co.,
Inc.

"Too few executives take happiness seriously as a brand
attribute, missing opportunities to build into products and
services those features that would increase the overall delight and
well-being of users and employees alike. Aaker and Smith have
created an interesting, thoughtful, and engaging book to provoke
new thinking about the power of joy."
—Joel Peterson, Chairman, JetBlue Airways

"The Internet has made it possible for individuals and small
groups to have an impact far beyond their size. Read The
Dragonfly Effect to learn how to translate your good intentions
into actual, real, tangible, world-changing good!"
—Avinash Kaushik, Analytics Evangelist, Google &
author, Web Analytics 2.0

"The Dragonfly Effect is an inspiration and joy to read.
Drawing on design thinking principles and emotional contagion, this
is an important read for anyone contemplating the virality of ideas
and creating infectious action. You will love it. It will transform
you and your work."
—Pat Christen, President & CEO, HopeLab

"Motivating and inspiring, The Dragonfly Effect makes
readers answer the question ‘how can I make an impact in the
world?’ with yet another question: 'what am I waiting for?'
Whether acting as an individual or a corporation. Aaker and Smith
show you how to harness the power of social media as a force for
good, in a way that even a CFO will love."
—Lisa Edwards, Head of Global Business Development, Visa
Inc.

"This book takes the fast-evolving world of social media and
offers a clear, inspiring guide to create social change."
—Bobbi Silten, Chief Foundation Officer, Gap Inc.

"An excellent read. The Dragonfly Effect offers a
guidepost for every marketer struggling to stay on top of fast
evolving social media trends and use peer-to-peer marketing to
mobilize a mass audience. Even more powerfully, the book
demonstrates that by using our networks for good, we will be
happier and more successful individuals—in life and at
work."
—Joanna Drake Earl, COO, Current Media

"If you are ready to change the world The Dragonfly
Effect has the social networking secrets you've been looking
for."
—Gregory Baldwin, President, VolunteerMatch

Connect with Wiley Publicity

Much has been said and written about how companies can use social media to improve customer relations and grow profits. THE DRAGONFLY EFFECT: Quick, Effective, and Powerful Ways to Use Social Media to Drive Social Change (October 1, 2010/ Jossey-Bass/$25.95 hardcover), by Jennifer Aaker and Andy Smith, takes a different perspective: How organizations and individuals can harness the power of social media to achieve social change.

'Most of us have experienced how social technologies are changing the way people relate to each other," the authors write. "But we are only beginning to understand how these same technologies can fundamentally shift how we engage with and inspire all these networked people and empower them to participate in global movements for change." THE DRAGONFLY EFFECT shows how social technology can be used to achieve a single, focused, concrete goal--whether it be to inspire others to join your social movement, mobilize political change, or simply satisfy an individual need. Based on one of the most popular courses at Stanford University’s Graduate School of Business, it integrates the authors' two distinct disciplines--research and insights on consumer psychology and happiness (what really makes people happy as opposed to what they think makes them happy) and emotional contagion (the infectious spreading of emotion, where happiness seeds subsequent action), combined with the practical applications of marketing strategy in social media, which fuels this infectious action.

THE DRAGONFLY EFFECT/Pg. 2

THE DRAGONFLY EFFECT is named after the only insect that is able to move in any direction—with tremendous speed and force—when its four wings are working in concert. Similarly, the book incorporates four key "wings," or skills, which the authors express as Focus + GET:

Focus – identify a single concrete and measureable goal.

+

Grab Attention – catch someone's eye. Cut through the noise of social

media with something authentic and memorable.

Engage – create a personal connection, accessing higher emotions,

compassion, empathy, happiness. Engaging is about empowering the

audience to care enough to want to do something themselves.

Take Action – enable and empower others to take action. To make action

easy, you must prototype, deploy, and continuously tweak tools, templates,

and programs designed to move audience members from being customers

to becoming team members—in other words, furthering the cause and the

change beyond themselves.

THE DRAGONFLY EFFECT introduces these four “dragonfly wings” and explains how to coordinate them to harness social technology in order to spark disproportionate results. The book features original case studies of such global organizations as the U.S. Navy, Gap, Starbucks, Kiva, Nike, eBay, Twitter and Facebook, as well as start-ups like Groupon, Bonobos, COOKPAD, and more. There are also examples of how individuals and groups—on their own or on behalf of corporations—have used specific tools to create impact, whether the goal was finding an almost impossible bone marrow match for a friend, launching a unique product, raising millions for cancer research, organizing a protest against the Revolutionary Armed Forces in Columbia, or electing the current president of the United States.

The information in THE DRAGONFLY EFFECT is supplemented with flowcharts, graphics, and sidebars. The Dragonfly Toolkit provides social media cheat sheets and boot camps specifically designed for people whose other skills rank ahead of technical proficiency. Dragonfly Frameworks include new models that will help you implement your goal, and Dragonfly Tips are simple, and sometimes unconventional, ideas inspired by consumer marketing research. Expert Insights offer the wisdom of leaders in social media, entrepreneurship¸ filmmaking, technology, and more, showing how they have uniquely used social media to achieve spectacular results.

In addition, Aaker and Smith apply concepts from design thinking, a methodical approach to program and product development that helps creators to get over their unintentional biases and misconceptions in order to create things that are better for the people who will ultimately use them. They also reveal the secret to cultivating "stickiness," so that your goal is not relegated to Internet oblivion but instead reaches an audience of people who will help propel it forward.

Whether you're an entrepreneur, an employee of a for-profit company, a volunteer at a non-profit, or simply an individual trying to improve someone else's life, THE DRAGONFLY EFFECT is your playbook for using social media to execute your goals efficiently and effectively and propel your cause from awareness to action. "Ultimately, this book demonstrates that you don't need money or power to cause seismic social change," the authors write. "With energy, focus, and a good wireless connection, anything is possible."

THE DRAGONFLY EFFECT:

Quick, Effective, and Powerful Ways to Use Social Media to Drive Social Change

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